Helping Europen workwear leader STRAUSS achieve its sponsorship goals in the USA
The Assignment
In Europe, STRAUSS has a longstanding relationship with soccer, where the brand has leveraged partnerships with Bayern Munich, Eintracht Frankfurt, UEFA, and others, into brand recognition that spans the continent.
When STRAUSS moved into North America in 2023, it wanted to pursue a similar strategy. But in order to succeed, it needed a partner that could understand both the company’s German sensibilities AND the American market.
STRAUSS asked WestWord for help. WestWord is helmed by an American who has been in Germany for more than a decade and has a former career as a full-time soccer journalist. It couldn’t have found a better partner.
“The sport’s center of gravity has shifted west, and LAFC sits right in the middle of it. The fandom in the City of Angels is colorful. It’s joyful. It’s emblematic of this reinvigorated American soccer culture. And we’re so proud to be a part of it.”
– Henning Strauss, CEO
Two Partnerships and Counting…
Los Angeles Football Club
Mexican National Team
Though STRAUSS has since expanded nationwide, it opened a flagship store in Los Angeles in 2023, and for its first partnerships, it was keen to find opportunities that appealed to Southern California’s most fervent soccer communities. After careful analysis and discussion, the brand opted for a strategic approach that brought its workwear to the stadium.
For both partnerships, WestWord offered strategic guidance during the selection process, developed slogans, conducted public relations, coordinated with partner and 3rd party stakeholders, ran social media, and contributed to online, print, and video assets.
STRAUSS is expected to expand further in the coming months and years, and WestWord looks forward to helping STRAUSS continue to meet its goals and find ways to target its core consumers, in LA and beyond.